How To Make A Western Brand Successful In China Should It Rely On Its Western Image Or Adapt To Its Products Market

Author : Isabelle Idrac
Publisher : GRIN Verlag
ISBN 13 : 3656477035
Total Pages : 97 pages
Book Rating : 4.37/5 ( download)

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Download or read book How to make a Western brand successful in China: should it rely on its Western image or adapt to its products’ market? written by Isabelle Idrac and published by GRIN Verlag. This book was released on 2013-08-08 with total page 97 pages. Available in PDF, EPUB and Kindle. Book excerpt: Master's Thesis from the year 2013 in the subject Communications - Public Relations, Advertising, Marketing, Social Media, Tongji University, language: English, abstract: The Chinese market has become very attractive for Western companies. It is a huge consumption market with more than 1, 3 billion inhabitants and it is at the same time a goods’ provider with a very low labor cost. Western companies can nowadays be very successful in China because the population knew lately huge changes. Chinese people purchasing power is rising and they can afford goods that they could not reach before because it was too expensive or not available. The development of a rich elite and a large middle class has been accompanied by a rising strong taste for Western image, particularly in the luxury field. But the Chinese market is still quite different than Western ones. The Chinese culture is totally divergent than in the West and the economy doesn’t work the same way and that impact on the Chinese consumers’ profile. Besides, there are huge inequalities in China since the whole country doesn’t evolve in a homogeneous way. To be successful on this market for a Western brand, it is necessary to develop a marketing strategy adapted to the Chinese consumers’ expectations according to the products’ activity segments. In the present thesis, we study which marketing strategy a Western brand should follow to be successful on the Chinese market according to its activity segment. Indeed, we assume that a mass market brand should rather follow a Chinese consumer’s adapted strategy and that a luxury brand should keep the same Western strategy in China.

Author : Isabelle Idrac
Publisher :
ISBN 13 : 9783656477082
Total Pages : 104 pages
Book Rating : 4.86/5 ( download)

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Download or read book How to Make a Western Brand Successful in China written by Isabelle Idrac and published by . This book was released on 2013-08 with total page 104 pages. Available in PDF, EPUB and Kindle. Book excerpt: Master's Thesis from the year 2013 in the subject Communications - Public Relations, Advertising, Marketing, Social Media, grade: -, Tongji University, language: English, abstract: The Chinese market has become very attractive for Western companies. It is a huge consumption market with more than 1, 3 billion inhabitants and it is at the same time a goods' provider with a very low labor cost. Western companies can nowadays be very successful in China because the population knew lately huge changes. Chinese people purchasing power is rising and they can afford goods that they could not reach before because it was too expensive or not available. The development of a rich elite and a large middle class has been accompanied by a rising strong taste for Western image, particularly in the luxury field. But the Chinese market is still quite different than Western ones. The Chinese culture is totally divergent than in the West and the economy doesn't work the same way and that impact on the Chinese consumers' profile. Besides, there are huge inequalities in China since the whole country doesn't evolve in a homogeneous way. To be successful on this market for a Western brand, it is necessary to develop a marketing strategy adapted to the Chinese consumers' expectations according to the products' activity segments. In the present thesis, we study which marketing strategy a Western brand should follow to be successful on the Chinese market according to its activity segment. Indeed, we assume that a mass market brand should rather follow a Chinese consumer's adapted strategy and that a luxury brand should keep the same Western strategy in China.

Author : Huda Khan
Publisher : Taylor & Francis
ISBN 13 : 1000637689
Total Pages : 141 pages
Book Rating : 4.87/5 ( download)

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Download or read book Consumer Packaging Strategy written by Huda Khan and published by Taylor & Francis. This book was released on 2022-08-18 with total page 141 pages. Available in PDF, EPUB and Kindle. Book excerpt: The consumer packaged goods (CPG) industry is dominated by major Western brands. The dominance of such major brands extends to burgeoning Asian markets. These conglomerates often rely on packaging as a strategic tool to entice Asian consumers. This book illustrates how packaging as a marketing tool is more than simply changing the label or translating the brand into vernacular language. It examines how different packaging elements (e.g. information, imagery, packaging type) can help to communicate product values to Asian consumers. Drawing upon rich knowledge of the Asian CPG markets with extensive findings from fieldworks in the key Asian markets, this book explains how Western brands are localising their packaging design in Asian markets. It provides invaluable insight into how major Western CPG brands have relied heavily on their packaging strategies to compete not only against domestic brands but also against other foreign brands. The book includes in-depth interviews with brand managers of several major Western CPG brands and retailers, and sheds light on emerging trends of CPG packaging in Asia.

Author : Luca M. Visconti
Publisher : Routledge
ISBN 13 : 1351358820
Total Pages : 686 pages
Book Rating : 4.28/5 ( download)

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Download or read book Marketing Management written by Luca M. Visconti and published by Routledge. This book was released on 2020-05-04 with total page 686 pages. Available in PDF, EPUB and Kindle. Book excerpt: Culture pervades consumption and marketing activity in ways that potentially benefit marketing managers. This book provides a comprehensive account of cultural knowledge and skills useful in strategic marketing management. In making these cultural concepts and frameworks accessible and in discussing how to use them, this edited textbook goes beyond the identification of historical, sociocultural, and political factors impinging upon consumer cultures and their effects on market outcomes. This fully updated and restructured new edition provides two new introductory chapters on culture and marketing practice and improved pedagogy, to give a deeper understanding of how culture pervades consumption and marketing phenomena; the way market meanings are made, circulated, and negotiated; and the environmental, ethical, experiential, social, and symbolic implications of consumption and marketing. The authors highlight the benefits that managers can reap from applying interpretive cultural approaches across the realm of strategic marketing activities including: market segmentation, product and brand positioning, market research, pricing, product development, advertising, and retail distribution. Global contributions are grounded in the authors’ primary research with a range of companies including Cadbury’s Flake, Dior, Dove, General Motors, HOM, Hummer, Kjaer Group, Le Bon Coin, Mama Shelter, Mecca Cola, Prada, SignBank, and the Twilight community. This edited volume, which compiles the work of 58 scholars from 14 countries, delivers a truly innovative, multinationally focused marketing management textbook. Marketing Management: A Cultural Perspective is a timely and relevant learning resource for marketing students, lecturers, and managers across the world.

Author : Ura, Dasho Karma
Publisher : IGI Global
ISBN 13 : 1466602775
Total Pages : 330 pages
Book Rating : 4.79/5 ( download)

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Download or read book Advancing Technologies for Asian Business and Economics: Information Management Developments written by Ura, Dasho Karma and published by IGI Global. This book was released on 2012-03-31 with total page 330 pages. Available in PDF, EPUB and Kindle. Book excerpt: "This book offers the latest research available within the field of information management as it pertains to the Asian business market, promoting and coordinating developments in the field of Asian and Chinese studies, as well as presenting strategic roles of IT and management towards sustainable development"--

Author : John A. Davis
Publisher : John Wiley & Sons
ISBN 13 : 1118153766
Total Pages : 358 pages
Book Rating : 4.65/5 ( download)

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Download or read book Measuring Marketing written by John A. Davis and published by John Wiley & Sons. This book was released on 2012-11-19 with total page 358 pages. Available in PDF, EPUB and Kindle. Book excerpt: Evaluating marketing performance and decision making more fairly Marketing has long been considered an art and not a science, but that perception is beginning to change as increasingly sophisticated methods of quantifying marketing success are developed. In Measuring Marketing: 103 Key Metrics Every Marketer Needs, Second Edition, one of the world's leading experts in the field presents the key marketing ratios and metrics. Applying these metrics will enable marketers to make better decisions and increase their accountability for their strategies and activities. This fully revised and updated new edition discusses the key marketing metrics needed for successfully measuring the performance of an organization's marketing investments. CEOs and CFOs regularly ask for one simple way to assess the efficacy of marketing campaigns, but the fact is that there isn't one single measure of performance. Measuring Marketing helps marketers figure out what they can and should be measuring and when. Marketers are increasingly being held accountable for the corporate bottom line, and this book helps both marketers, as well as the business leaders who employ them, to measure performance fairly and accurately Measuring marketing success is difficult, but this book shows what and when to assess Designed to increase accountability and improve everyday decisions, the book includes ratios illustrated with actual marketing cases from leading companies The first book to address growing demands that marketers be accountable for their strategies and decisions, Measuring Marketing explains how to assess marketing success in more meaningful ways.

Author : Leonidas C. Leonidou
Publisher : Springer
ISBN 13 : 3319613855
Total Pages : 517 pages
Book Rating : 4.57/5 ( download)

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Download or read book Advances in Global Marketing written by Leonidas C. Leonidou and published by Springer. This book was released on 2017-10-20 with total page 517 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book of expert contributions provides a comprehensive analysis of contemporary global marketing issues under different international business settings. It covers a wide array of key areas of international marketing research such as cross-cultural consumer behavior, foreign market entry modes, international entrepreneurship, international marketing strategy, country-of-origin effects, internationalization process, international buyer-seller relationships, corporate social responsibility, and international marketing performance. With both theoretical and empirical contributions by prominent researchers from all over the world, the book highlights and advances extant knowledge on global marketing and offers recommendations for future research. It builds a useful reference for scholars, doctoral researchers, and senior students in international marketing/business.

Author : Chris Bilton
Publisher : Edward Elgar Publishing
ISBN 13 : 1781000972
Total Pages : 425 pages
Book Rating : 4.77/5 ( download)

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Download or read book Handbook of Management and Creativity written by Chris Bilton and published by Edward Elgar Publishing. This book was released on 2014-01-01 with total page 425 pages. Available in PDF, EPUB and Kindle. Book excerpt: 'In many organisations creativity is so often seen as the preserve of a small number of people with "artistic temperaments" but in my experience all sorts of people have creative abilities which can be used to the benefit of a "creative" organisation. The task of a manager is to find ways of exploiting this. This Handbook provides the reader with insights to help them and others to promote the kind of creativity that adds real value.' - Greg Dyke, Chair, British Film Institute; Chair, Football Association; Chancellor, University of York, UK and Director-General of the BBC 2000-2004

Author : T C Melewar
Publisher : Routledge
ISBN 13 : 1317950909
Total Pages : 201 pages
Book Rating : 4.05/5 ( download)

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Download or read book Corporate Branding written by T C Melewar and published by Routledge. This book was released on 2015-04-10 with total page 201 pages. Available in PDF, EPUB and Kindle. Book excerpt: A strong corporate image has power in a competitive marketplace. Its influence on reputational value and customer decision-making is only now beginning to be understood. Interest in corporate branding is exploding as marketing academics and professionals begin to realize how it can boost business performance in measurable ways. For example, it promotes customer patronage without expensive advertising and raises profitability by enabling companies to leverage their brand image when buying from particular sources. Yet there are few empirical studies available to clarify its basic tenets and fewer still that help us understand corporate branding in different parts of the world. Existing books focus mainly on conceptual ideas and real-life examples. Corporate Branding: Areas, arenas and approaches is a unique take on corporate branding that provides a global overview through rigorous research of different geographical areas across industries. An international range of leading scholars contribute their coverage across three clear themes: Area: geographical areas across the globe including the UK, USA, Europe and Asia; Arena: a variety of commercial and not-for-profit sectors, both B2B and B2C; Approach: methodological approaches to brand research design, including qualitative, quantitative, case studies, interpretivistic and social narrative. These three themes enable the reader to consider corporate branding from more perspectives and in more ways than any other corporate branding book. The result is an understanding of this strategically important, growing subject that cannot be found anywhere else. This book is an essential read for any branding student or interested professional.

Author : Gaetano Aiello
Publisher : Routledge
ISBN 13 : 1317625188
Total Pages : 133 pages
Book Rating : 4.86/5 ( download)

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Download or read book Global Branding and Country of Origin written by Gaetano Aiello and published by Routledge. This book was released on 2016-04-14 with total page 133 pages. Available in PDF, EPUB and Kindle. Book excerpt: Creativity, Global Branding and Country of Origin (CoO) represent conceptual fields of interest to both academics and practitioners. In the contemporary environment, business and customers are increasingly developing multi-faceted relationships nurtured by global drivers, such as international brands, but also by embedded elements, such the impact of specific geographical networks on creativity. As a result, the impact of Country of Origin on branding is, once again, a key topic in the global management field. This collection provides an opportunity for leading marketing scholars to share up-to-date research while addressing both domestic and multinational strategies for understanding global marketing and consumers. The chapters include brand-consumer relationships in a global environment, Country of Origin impact on business to consumer and business to business markets and creativity at the territorial level from a network perspective. This book was originally published as a special issue of Journal of Global Scholars Marketing Science.